Ethos Brand Identity

A complete profile of Ethos's visual system — colors, typography, components, and personality — extracted from https://www.askethos.com/. Built for designers, agents, and AI tools.

Quick Facts

Color Palette

• primary: #1A3A3D
• secondary: #0C3322
• accent: #1F818C
• background: #FAF9F5
• textPrimary: #1F818C
• link: #1F818C

Typography

• primary: Geist — https://fonts.google.com/specimen/Geist
• heading: Hedvig Letters Serif — https://fonts.google.com/specimen/Hedvig+Letters+Serif

Visual Assets

• Favicon: https://agent.askethos.com/favicon.png

UI Components

• buttonPrimary: background=#1F818C, textColor=#FFFFFF, borderRadius=8px, shadow=none
• buttonSecondary: background=#F2F9F6, textColor=#D4F9F8, borderRadius=33554400px, shadow=none

Brand Personality

Tone: modern · Energy: medium · Audience: professionals seeking on-demand intelligence solutions

Ethos Brand in the Wild

Real-world brand assets — ads, campaigns, marketing materials.

• 10 examples of ethos in advertising | Zapier
  • Image:
  • Source: https://zapier.com/blog/ethos-examples-in-ads/
• Logos, Pathos, Ethos, and the Evaluation of Information - Research 101 - LibGuides at Big Sandy Community and Technical College
  • Image:
  • Source: https://bigsandy.libguides.com/c.php?g=1038563&p=7547469
• ethos: Loyalty, Referrals, UGC - Launch a premium loyalty program: Points, Contests, UGC + more | Shopify App Store
  • Image:
  • Source: https://apps.shopify.com/ethos
• Ethos Example #3
  • Image:
  • Source: https://www.pinterest.com/pin/642114859353831017/
• Ethos Network: Research initiation report
  • Image:
  • Source: https://www.curatedim.com/ethos-network-research-initiation-report/
• New! Agent portal updates to help grow your business
  • Image:
  • Source: https://www.ethos.com/agents/agent-portal-updates-to-help-grow-your-business/

Working with these fonts

Not found on Google Fonts? Agent Instructions that you can follow if you have permission to use the fonts:

CharacterQuilt.com suggests this flow that can help:

1. Open the company's homepage in a browser with DevTools open.
2. In the Network tab, filter by "Font" (or by extension: woff2, woff, ttf, otf).
3. Hard-reload the page and click around (pricing, blog, careers) — some weights only load on specific routes.
4. For each captured font URL: right-click → Save As to download the file locally.
5. View the page's CSS (DevTools → Sources, or curl the stylesheet URLs) and copy out the matching @font-face declarations. Rewrite each src: url(...) to point to your local file path.

Programmatic alternative: load the URL with Playwright or Puppeteer, listen for response events whose Content-Type starts with font/, and write the body to disk. The CSS extraction step is the same.

Only do this if you have permission to use the brand assets — most proprietary fonts are licensed and may not be redistributable.

Machine-Readable Profile

{
 "colorScheme": "light",
 "fonts": [
 {"family": "Geist","role": "body"},
 {"family": "Hedvig Letters Serif","role": "heading"},
 {"family": "Zalando Sans Expanded Variable","role": "unknown"}
 ],
 "colors": {
 "primary": "#1A3A3D",
 "secondary": "#0C3322",
 "accent": "#1F818C",
 "background": "#FAF9F5",
 "textPrimary": "#1F818C",
 "link": "#1F818C"
 },
 "typography": {
 "fontFamilies": {
 "primary": "Geist",
 "heading": "Hedvig Letters Serif"
 },
 "fontStacks": {
 "heading": ["Hedvig Letters Serif"],
 "body": ["Geist","sans-serif"],
 "paragraph": ["Geist","system-ui","-apple-system","BlinkMacSystemFont","Segoe UI","sans-serif"]
 },
 "fontSizes": {
 "h1": "48px",
 "h2": "20px",
 "body": "20px"
 }
 },
 "spacing": {
 "baseUnit": 4,
 "borderRadius": "0px"
 },
 "components": {
 "buttonPrimary": {
 "background": "#1F818C",
 "textColor": "#FFFFFF",
 "borderRadius": "8px",
 "borderRadiusCorners": {
 "topLeft": "8px",
 "topRight": "8px",
 "bottomRight": "8px",
 "bottomLeft": "8px"
 },
 "shadow": "none"
 },
 "buttonSecondary": {
 "background": "#F2F9F6",
 "textColor": "#D4F9F8",
 "borderRadius": "33554400px",
 "borderRadiusCorners": {
 "topLeft": "33554400px",
 "topRight": "33554400px",
 "bottomRight": "33554400px",
 "bottomLeft": "33554400px"
 },
 "shadow": "none"
 }
 },
 "images": {
 "logo": null,
 "favicon": "https://agent.askethos.com/favicon.png",
 "ogImage": null
 },
 "__llm_button_reasoning": {
 "primary": {
 "index": 1,
 "text": "Accept Opportunity",
 "reasoning": "Button #1, 'Accept Opportunity', is the primary CTA due to its vibrant blue color (#1F818C), which aligns with the brand's accent color. The action-oriented text further supports its role as the main call-to-action."
 },
 "secondary": {
 "index": 0,
 "text": "Try Ethos",
 "reasoning": "Button #0, 'Try Ethos', is selected as the secondary CTA. It has a different background color (#F2F9F6) from the primary button and offers a supportive action."
 },
 "confidence": 0.95
 },
 "personality": {
 "tone": "modern",
 "energy": "medium",
 "targetAudience": "professionals seeking on-demand intelligence solutions"
 },
 "designSystem": {
 "framework": "tailwind",
 "componentLibrary": ""
 },
 "confidence": {
 "buttons": 0.95,
 "colors": 0.9,
 "overall": 0.925
 },
 "__llm_metadata": {
 "logoSelection": {
 "llmCalled": false,
 "llmSucceeded": false,
 "finalSource": "none"
 },
 "buttonClassification": {
 "llmCalled": true,
 "llmSucceeded": true
 }
 }
}